Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


1 Comment

When Virtual Becomes Reality

t-mobile flashmob-dance-tv adWhen Virtual Becomes Reality

FlashMobs were once the buzz of those in the know.  Mobile and online communities creating a mass gathering, normally just for the sake of it. This has now been given mainstream status by the recent T-Mobile ads.

 

Nowadays with the rise of social media the distance between virtual and reality are becoming ever more blurred. People have for years used social media (chats, blogs and forums) to arrange meetings with others with similar interests.

 

 

At present social networking is used to generate mass awareness, awareness within niche areas or to generate attendance at events.

 But the world of virtual and reality are colliding and the masses are joining forces to meet with fellow followers, whilst at the same time raising money for charities. What am I talking about?  Twestival is a perfect example of this.

Twestival saw Twitter users, followers, Tweeters create events all over the world in over 200 towns and cities, raising over $250,000 for water projects in Ethopia. This isn’t isolated, who can forget the infamous Facebook waterfight. Two things make Twestival stand out from my point of view, the fact that Twitter has only recently hit the mainstream and that given the current economic climate it was all done for charity.

 facebook waterfight

 

Examples of brands identifying this phenomena early and making it work to their advantage are Innocent (and the innocent village fete which uses Flickr and Blogs) and Nike utilising actual products (Nike+) and creating a massive buzz around a sports event. Not only did Nike create a one of buzz, it has successfully maintained a passionate and engaged community. There is a real connection between the concept, the events, exercise and the Nike brand. Members of that community are very likely to be strong advocates of the Nike+ product.

To my mind, very few organisations have really struck a chord with their target audience in social media. However those that find a winning concept will not only create immense brand awareness. Their strategies should also engender loyalty and in turn sales.

Maybe its an old fashioned marketing theory. But if you give people something that they want or need and create a buzz from more than just one medium – you should just get a winning formula.

You can keep up to date with Twestival updates by following on Twitter

Advertisements


4 Comments

Top 5 TV Ads

 

This is a list of my Top 5 favourite recent or current TV ads.This won’t feature the usual high-budget productions from Nike, Guinness or Coca Cola that you are used to seeing. For me the ads on this list off something different. Create engagement, impact or break the mould in their sector. 

1. Cadburys Dairy Milk

The latest series of ads are both creative and show a brave move from the Cadburys Head of Advertising. Rather than concentrating on the chocolate or people enjoying the flavours, Cadburys have created a new stance. They have managed to mix music with humour and creativity and not once does if feel like the brand is being bastardised. Hats off to Cadburys and their agency on these. I could have picked any of the recent series, the Gorilla is probably best known, however due to currency and sheer weirdness I have selected the two kids with the 80s watch and eyebrows.

2. Compare The Market

This ad is a fine example of where creativity takes a lead over the brand police. Obviously the outcome of a creative think tank, the agency that came up with this concept probably couldn’t believe their luck when their client bit. The ad lends itself to some neat viral activity with a spin off website comparing Meerkats. It also very simply gets the message of Compare the market across. Its use of the web to extend the campaign further is a fabulous example of using all channels effectively. The Meerkat with his simples slogan, could also become a great icon. Visit Compare the Meerkat – its worth a look

3. PG Tips

The series of ads featuring Johnny Vegas and Monkey from ITV Digital is a genius idea from the outset. However the latest ad which shows the over complex method of making a cup of tea. Including the milking of the cow and Vegas dancing with Monkey to the Stripper by David Rose. It takes on some classic cartoon style moments as well as classic slapstick. There is no other tea to beat PG

 4. T-Mobile

The first time this was aired was as an exclusive to channel 4. With over 2 minutes of footage from a ‘flash mob’ in Liverpool Street train station, London – it took a while for the pay-off to show that it was an ad for T-Mobile. What T-Mobile created here was a talking point, a stand-still moment that is very rare in advertising. The slimmed down versions are no less entertaining. Whether this is more than a good one-off remains to be seen. The snippet showing a bar-code is hardly inspirational. However as a piece of creative with standout, this is up there.

5. Virgin Atlantic

The ad works on a number of levels. Maybe it is a generation thing. Maybe it’s the visual clues to the 80s, Wimpey and Our Price. Maybe it’s the distinctive Frankie sound-track. Maybe it’s the vivid colours used on the cabin crews uniform and the photogrpahy in the background. Whatever the reason. The ad works – it simply and effectively puts Virgin’s birthday message across (something I wasn’t even aware of before the ads)

Nearly made it: 

 

Nationwide Building Society OK, so I may be a little biased here (having had a hand in the development of these ads). However, Nationwide broke the mould in terms of advertising Financial Services products. Rather than solely concentrating on the product and the potentially good rate, they took a brave step of moving to a situational approach. It focussed on exactly what Nationwide isn’t by introducing the bungling Bank Manager, played by Mark Benton. This combination of good story, good one liners and a pay off, mean it is without doubt worthy of a place. Also, it was a contributory factor to the downfall of those annoying Halifax/Howard ads.

 Barclaycard  The ad with the slide is another fine example of standout within a sector. Finance is slowly moving away from the stayed boring ads. Visually it stands out with good filmography and great visual clues to every day life (Scanning card in supermarket). The music is unusual (Let your love flow by The Bellamy Brothers) offering standout. The addition of a few funny elements such as getting stuck on the slide and the towel line, means this deserves a mention.

Love to hear your views.  Do my choices resonate with you?  Or do they jar with every sense you use?